How To Design Communities For Marketing

Many marketers deploy online communities in hopes of providing greater depth about their brands, products, and services — but fail. You can avoid that fate if you focus on what you can control. Start by selecting one of the four possible community strategies outlined in this report for delivering value to your customers. Then apply Forrester's CLICK design framework for communities, which this report introduces. It guides you through the design decisions needed to ensure that your online community delivers exceptional results in line with your social depth marketing objectives. (This report is an update to the August 2012 report titled "CLICK: A Design Framework For B2B Online Communities." It develops that report's ideas further and applies them specifically to social depth marketing.)